Update your knowledge of political communication strategies and enhance your professional profile"

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The content of this Postgraduate Diploma in Strategy and Electoral Campaign is designed to promote the development of professional journalist skills to enable more rigorous decision-making in uncertain environments.
Throughout this training, journalists will analyze a multitude of practical cases through individual and teamwork. It is, therefore, an authentic immersion in real business situations.
This Postgraduate Diploma deals in depth with communication strategies for a good electoral campaign and is designed to train true communicators who understand the political world from a strategic, international and innovative perspective.
A plan designed to achieve an exponential improvement in the student, focused on excellence in their professional practice and that prepares them to achieve success in their daily practice in the field of communication and Political Marketing. A program that understands the academic needs of the professional and provides innovative content based on the latest trends, supported by the best educational methodology and an exceptional faculty. A perfect cocktail that will provide the student with the skills to solve critical situations in a creative and efficient way.    

You will learn from the best professionals in the industry and acquire a range of skills that will enhance the value of your resume”

This Postgraduate Diploma in Strategy and Electoral Campaign contains the most complete and up-to-date educational program on the market. The most important features of the program include: 

  • The development of case studies presented by experts in journalism and political communication
  • The graphic, schematic, and practical contents with which they are created provide scientific and practical information on the disciplines that are essential for professional practice 
  • New developments in Political Communication
  • Practical exercises where a self-assessment process is carried out to improve learning
  • Its special emphasis on innovative methodologies in Journalism and Political Communication
  • The interactive learning system based on algorithms for decision making on the situations posed in Journalism and Political Communication
  • Theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments 
  • Content that is accessible from any fixed or portable device with an Internet connection  

A program designed with you in mind, focused on your needs and designed for academic excellence”

The program includes, in its teaching staff, professionals belonging to the field of journalism and communication, who bring to this training the experience of their work, as well as recognized specialists from prestigious reference societies and universities.
The multimedia content, developed with the latest educational technology, will provide the professional with situated and contextual learning, i.e., a simulated environment that will provide an immersive training program designed to train in real situations.
This program is designed around Problem-Based Learning, where the student must try to solve different professional practice situations that arise during the course. For this purpose, the professional will be assisted by an innovative interactive video system developed by renowned experts in the field of Judicial Journalism and with great experience. 

You will become a true expert in Strategy and Electoral Campaign by taking this Postgraduate Diploma in TECH"

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Learn how to design successful strategies in electoral campaigns with this Postgraduate Diploma that TECH puts in your hand"


The structure of the contents has been designed by a team of professionals in Journalism and Political Marketing who, aware of the importance of the current relevance of training in this field as a means to deepen the area of knowledge, have designed a complete syllabus specially designed to train professionals in the Information Sciences on the singularities and characteristics of the world of Political Communication. Thus, after completing the training, the student will be much better prepared to work in this field in a more autonomous and competent manner. 

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First-class content, based on practical cases that will teach the professional how to face the day to day in his profession"

Module 1 Electoral Marketing  

1.1.    Electoral Market Components 

1.1.1.    Introduction to the Electoral Market
1.1.2.    Electoral Roll 
1.1.3.    The Electoral Offer: Parties and Coalitions

1.2.    Electoral Behavior 

1.2.1.    Introduction  
1.2.2.    Voting Trends 
1.2.3.    Voting Motivations 

1.3.    Electoral Market Research 

1.3.1.    Research Contents
1.3.2.    Qualitative Techniques
1.3.3.    Quantitative Techniques

1.4.    Voting Intention Studies

1.4.1.    Pre-election Studies
1.4.2.    Exit Polls
1.4.3.    Voting Estimations

1.5.    Diagnosis of the Electoral Situation

1.5.1.    Electoral Demand Analysis
1.5.2.    Parties Offer Analysis 
1.5.3.    Candidates Offer Analysis

1.6.    Election Campaign Plan  

1.6.1.    Introduction 
1.6.2.    Stages of the Electoral Campaign 
1.6.3.    Election Campaign Deadlines

1.7.    Electoral Product 

1.7.1.    Electoral Program
1.7.2.    Candidates
1.7.3.    Political Brands 

1.8.    Electoral Campaign Organization  

1.8.1.    Electoral Campaign Committee
1.8.2.    Work Teams

1.9.    Electoral Campaign Action Plan 

1.9.1.    Personal Actions
1.9.2.    Virtual Actions
1.9.3.    Electoral Advertising Actions
1.9.4.    Monitoring of Electoral Actions

1.10.   Electoral Results 

1.10.1.    Post-electoral Analysis
1.10.2.    Interpretation of Electoral Results
1.10.3.    Political and Electoral Consequences of the Result

Module 2 Construction of the Political and Electoral Strategy

2.1.    Electoral Systems

2.1.1.    Regulatory Framework
2.1.2.    Electoral Regulations

2.2.    Data Science and Big Data 

2.2.1.    Business Intelligence
2.2.2.    Methodology and Analysis of Large Volumes of Data
2.2.3.    Data Extraction, Processing and Loading

2.3.    Political Coaching 

2.3.1.    Coaching Concept
2.3.2.    Political Coaching Methodologies
2.3.3.    Advantages of Political Coaching

2.4.    Political Innovation 

2.4.1.    Benefits of Innovation
2.4.2.    Sources of Idea Generation
2.4.3.    Innovative Ideas and Supports

2.5.    Voter Behavior

2.5.1.    Political Information Processing
2.5.2.    Message Assessment
2.5.3.    Voting Decision Models
2.5.4.    Voting Decision Times

2.6.    Voter Segmentation

2.6.1.    Voter Characteristics
2.6.2.    Mobilized Voters: Loyal and Volatile
2.6.3.    Targeting y Microtargeting

2.7.    Political Branding

2.7.1.    Political Brand Building
2.7.2.    Political Brand Importance
2.7.3.    Political Branding and Candidate Branding

2.8.    Political Leadership

2.8.1.    Definition
2.8.2.    Leadership Styles in Politics
2.8.3.    Candidate Positioning

2.9.    Political Messages 

2.9.1.    Creative Process in Electoral Campaigns
2.9.2.    Core Message: Positioning of the Organization
2.9.3.    Tactical Messages: Positive and Negative

2.10.  Content and Storytelling Strategy

2.10.1.    Corporate Blogging
2.10.2.    Content Marketing Strategy
2.10.3.    Creating a Content Plan
2.10.4.    Content Curation Strategy

Module 3 Electoral Campaign: Conventional Performance Tools

3.1.    Electoral Communication 

3.1.1.    Image in Electoral Campaigns
3.1.2.    Political Advertising
3.1.3.    Electoral Communication Plan
3.1.4.    Electoral Communication Audits

3.2.    Communication Offices

3.2.1.    Identifying Opportunities and Information Needs
3.2.2.    Management of Reports and Spokesperson Interviews
3.2.3.    Virtual Press-Room and e-Communication
3.2.4.    Buying Advertising Space

3.3.    Public Relations 

3.3.1.    PR Strategy and Practice
3.3.2.    Protocol and Ceremonial Rules
3.3.3.    Event Organization and Creative Management

3.4.    Political Discourse

3.4.1.    Narrative Structure
3.4.2.    NLP-based Narration
3.4.3.    Political Oratory

3.5.    Electoral Debates

3.5.1.    Preparation: Topics, Interventions and Reactions
3.5.2.    The Candidate's Image
3.5.3.    Verbal and Non-Verbal Communication 

3.6.    Meetings with Voters 

3.6.1.    Central Campaign Meeting
3.6.2.    Sectoral Events
3.6.3.    Segmented Meetings

3.7.    Election Advertising: 360º Campaigns

3.7.1.    Central Claim   and Campaign Complementary
3.7.2.    Election Photos and Videos
3.7.3.    Media Outlets

3.8.    Campaign Logistics

3.8.1.    Event Organization
3.8.2.    Physical Distribution of Content
3.8.3.    Human Resources in Electoral Logistics

3.9.    Electoral Propaganda and Merchandising 

3.9.1.    Institutional Advertisements
3.9.2.    Electoral Mailing
3.9.3.    Gift Material

3.10.  Campaign Fundraising and Fund Management 

3.10.1.    Arguments for Collection 
3.10.2.    Collection Activities
3.10.3.    Crowdfunding Platforms
3.10.4.    Ethical Fund Management 

Module 4 Electoral Campaign: Online Performance Tools

4.1.    Social Media Platforms 

4.1.1.    General, Professional and Microblogging Platforms
4.1.2.    Video, Image, and Mobility Platforms

4.2.    Social Media Strategies 

4.2.1.    Corporate PR and Social Media
4.2.2.    Defining the Strategy to Be Followed in Each Medium
4.2.3.    Analysis and Evaluation of Results

4.3.    Social Web

4.3.1.    Organization in the Age of Conversation
4.3.2.    Web 2.0 Is All About People
4.3.3.    Digital Environment and New Communication Formats

4.4.    e-Mail Campaigns Develop

4.4.1.    Lists of Subscribers, Leads, and Customers
4.4.2.    E-Mail Marketing Tools and Resources
4.4.3.    Online Writing for e-Mail Marketing Campaigns

4.5.    Mobile Marketing

4.5.1.    New Consumption and Mobility Habits
4.5.2.    The SoLoMo Model
4.5.3.    The 4 Ps of the Marketing Mix in Mobility

4.6.    Trends in Mobile Marketing 

4.6.1.    Mobile Publishing
4.6.2.    Advergaming and Gamification
4.6.3.    Mobile Geolocalization
4.6.4.    Augmented Reality 

4.7.    Counter-Communication: Fake News 

4.7.1.    Targets of Fake News in Campaigns
4.7.2.    Creation of Fake News
4.7.3.    Spread of Fake News 
4.7.4.    Fake News Legislation

4.8.    Inbound Political Marketing 

4.8.1.    How Inbound Political Marketing Works
4.8.2.    Attraction of Traffic to Political Branding
4.8.3.    Content Marketing
4.8.4.    Conversion of Leads to Voters or Electors

4.9.    Web Analysis

4.9.1.    The Fundamentals of Web Analytics
4.9.2.    Classic Media vs Digital Media
4.9.3.    The Web Analyst's Basic Methodology

4.10.  Digital Metrics 

4.10.1.    Basic Metrics
4.10.2.    Ratios
4.10.3.    Setting Objectives and KPI 

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A first-class academic program designed for first-class students like you"